2. Approaching Creativity
Eras of Advertising:
Premarketing Era (prehistoric times to the middle of the 17th
century: town criers, clay tablets, shop signs, etc)
The Mass Communication Era (from the 1700s to early 1900s:
newspapers appeared in the 1830s, quickly followed by national
magazines. Radio appeared in the 1920s)
The Research Era (from the 1990s to the present: using more
sophisticated techniques to measure consumer characteristics,
motivations, and persuasion effects)
The interactive era (from now on: Internet, cell phone, the
broadband plan, iTV, Tivo, etc)
3. The Move to Creativity in Advertising:
By 1900, brand competition appeared. Creativity in need
Innovative marketers began to hire copywriters, promoting style and
luxury rather than simple utility
In 1921, social science was introduced to measure advertising
effects
GM persuade customers to trade in their cars to maintain status
By 1950, almost all company acknowledge that brand in consumers’
mind is more critical than real product superiority (The Golden Age
of Advertising)
4. Creativity, Ethics, and Law:
The Pure Food and Drug Act (1906)
The Federal Trade Commission Act (1914)
Council of Better Business Bureaus (1916)
5. Why Ads Need to be Creative?: A
Theoretical Discussion
Elaboration Likelihood Model: How you make
a decision?
Two information processing routes: central and
peripheral
High elaboration information central routes
quality of argument hardly changes
attitude long-term change if possible
6. Low elaboration information peripheral
route cues and heuristics (source credibility,
liking, mood, etc) easily change attitudes
short-term changes
Creativity can attract consumers’ attention and
introduce the information to go through the
peripheral route
Psychology and Advertising
7. The Creative Team
Key Skills of Being Creative:
The correct format for writing copy for each medium
The basic rule of copywriting and when to break them (a business)
How to put more sell in your copy
Design basics applying to all media
How to connect the reader or viewer with the advertiser
How to keep continuity through a campaign
The importance of presenting your work
8. What jobs you need to do?
Research
Contact the clients
Broadcast producer
New business (data collecting, working on the pitch,
presenting the work, and controlling the creative process)
Public relations
Internet/Interactive content
9. How the Ads Are Made? (How you are going to
create your projects?)
Get the facts (talk to
users and non-users, look
at competitors’ ads)
Brainstorming with a
purpose
Pick up a pencil before
you reach for the mouse
Finding the
reference/visuals
Working with the rest of
the team
Preselling the creative
director and account
executive
Selling the client
Getting it right
Maintain continuity
Discover what worked and
why
10. Advertising Positions Available for
You
Copywriter/art director
Management/creative
director
Account manager
Account planner
Promotion director
Public relations writer
Internal advertising
department
Web/interactive
Freelance writer/designer
Producer/director
Consultant
* Write down your ideal
positions
11. Creativity and Online Media
Declining of the Traditional Ads:
Television
Radio
Magazine
Newspaper
Outdoor
12. Advance in Technology
Computer and Internet (BMW Movie)
Music and video players and video games
Mobile devices
13. People are Online (Statistics in 2008):
About 12 billions of text messages and 2690 billions of emails
sent annually in the world
More than 2 billions of people (a third of the world population)
own cell phone, in which 1 billion just bought it last year
There are 188.1 million internet users and 139.4 broadband
users in the US.
In the US, 57 millions of people read blogs and 12 millions own
blogs.
In 2006, 34.2% US internet users shopped online
14. Digital Ads:
Search engine: in 2006, 7 billion dollars spent in online search, and
the estimated expenses in 2010 was 11.57 billion
Cell phone: in 2008, cell phone ad revenue in the world was 2.5
billion dollars, while the US only had 904 million.
Video games: in 2007, revenue from video games was 502 million
dollars and the estimated revenue in 2011 was 969 million.
Virtual world: Second life and CyWorld
Social Media: Myspace, Facebook, Twitter, Youtube, Flickr
15. Television: 30%
Radio: 20%
Print: 35%
Outdoor: 15%
Television: 15%
Radio: 3%
Print 25% (newspaper 15%,
magazine 10%)
Outdoor: 3%
Interactive: 30%
Search engine: 22%
Cell phone: 2%
Traditional Media Plan Future Media Plan
16. Creativity and IMC
Traditional Market Mix and IMC
interpretations:
Product
Price
Place
promotion
17. IMC Promotion Tools Brand:
Advertising
Public relations
Sales promotion
Personal selling
Direct marketing
Internet/Interactive marketing